Beauty & Fragrance

Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.  

2019 BRONZE

PEAK TAI-CHI 1.0PLUS“negative feedback” Project

Even good products can not be perfect, but how to face the negative feedbacks of consumers, and even turn to the positive brand reputation? In the marketing campaign of Peak running shoes TAI-CHI 1.0 PLUS, we did not ignore consumers’ advice of TAI-CHI1.0, not only connected the fans to create rapid iteration of products in just six months, but also sincerely printed consumers’ negative reviews on the shoe box packaging which are sold with shoes, telling consumers that they have modified the DNA of TAICHI 1.0 Plus. After this campaign, on the social media platforms TAICHI raised extraordinary popularity and marketing communication in a spontaneous way. Not only did the bloggers whose negative feedbacks had been listed support for the product, so the efficiency and high-energy iteration and communication also triggered the affirmation of the digital and marketing industries. With the words from the heading self-media negative comments, "this is a feeling of a bosom friend." Furthermore, the negative-feedback marketing campaign helps the improvement of product sales, and Peak has accumulated branding equity, closer to the consumer, and established the public awareness of “sound quality, sincere branding”.

Brand: PEAK
Client: PEAK SPORT PRODUCTS CO.,LIMITED
Agency: GOODIDEA
Language: Mandarin

2019 BRONZE

M•A•C X SOK Kiss on,We Can Win

M•A•C initiated a collaboration between Honor of Kings(China’s top mobile game), and “Rocket Girls 101”(one of the youngest idol groups in China), and announced a series of limited edition lipsticks. By leveraging the influence of both IPs in gaming and celebrity culture, this integrated campaign connected both online and offline promotions and reached the audience in multiple subcultures, including gamers, ACG (Animation, Comic and Game) fans, entertainment fans and beauty enthusiasts.

Brand: Mac
Client: MAC
Agency: Hylink Shanghai
Language: Mandarin

2019 BRONZE

Crossborder Marketing

Shiseido discovered that Chinese consumers make their purchase decision before departure. Leveraging this opportunity, Shiseido successfully avoided the fierce competition at destination, reaching consumers before their departure. By further real time geo retargeting during trip, and life-time CRM, Shiseido successfully influenced consumers’ purchase decision before competitors and achieved sales growth for both cross border and domestic business.

Brand: Shiseido Ginza Tokyo
Client: SHISEIDO CHINA CO.,LTD.
Agency: Ogilvy Shanghai
Language: Mandarin

FINALISTS

Pantene If You Know, You Know It's Pantene.

Dove Stop The Beauty Test

Avon Brasil Excellence in Influence